Marketing Strategy Exam Preparation Guide
Course Introduction
Marketing Strategy is a comprehensive course that explores the formulation, implementation, and evaluation of marketing strategies within various organizational contexts. Students learn how to analyze market opportunities, identify target customers, and position products or services effectively to achieve competitive advantage. The course covers key concepts such as segmentation, targeting, positioning, brand management, distribution channels, pricing strategies, and integrated marketing communications. Through case studies, market simulations, and real-world projects, students develop critical thinking and decision-making skills needed to create effective marketing plans that drive business growth and respond to dynamic market environments.
Recommended Textbook
Exploring Marketing Research 10th Edition by William
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Page 2
G. Zikmund
Chapter 1: The Role of Marketing Research
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Q1) When an organization is attempting to decide whether to add home delivery to its customer service options,this is an example of which type of research?
A)promotion research
B)pricing research
C)distribution research
D)product research
Answer: C
Q2) The marketing concept and the ideas in total quality management are unrelated to one another.
A)True
B)False
Answer: False
Q3) Which of the following is an important aspect of the marketing concept?
A)a cross-functional perspective for the coordination of the organization's activities
B)an emphasis on long-term profitability instead of dollar sales volume
C)a consumer orientation
D)all of the above
Answer: D
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3
Chapter 2: Information Systems and Knowledge Management
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Q1) Relevant data are facts about things that cannot be changed.
A)True
B)False
Answer: False
Q2) A decision support system that gathers information about customers such as sales history and customer preferences is known as a(n)____________________ system.
Answer: customer-relationship management customer relationship management CRM
Q3) Which of the following is an organized collection of computer hardware,software,data,and personnel designed to capture,store,update,manipulate,analyze,and immediately display information about worldwide business activities?
A)Internet
B)Intranet
C)global information system
D)global positioning satellite system
Answer: C
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Chapter 3: The Marketing Research Process
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Q1) Descriptive research often helps describe market segments.
A)True
B)False
Answer: True
Q2) Which of the following seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?
A)causal research
B)diagnostic analysis
C)concomitant research
D)test-market
Answer: B
Q3) When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise,this is an example of a(n):
A)obtrusive method
B)unobtrusive method
C)experiment
D)exploratory research study
Answer: B
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Chapter 4: The Human Side of Marketing Research:
Organizational and Ethical
Issues
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Q1) Ethical questions about marketing research are really philosophical questions.
A)True
B)False
Q2) In a personal interview,a respondent who replies: "I do not want to answer that question about my income last year" is exercising which right in a research study?
A)right to privacy
B)right to be informed
C)right of informed consent
D)right to terminate the interview at any time
Q3) Which of the following is generally considered to be a public place in which unobtrusive observation is not a serious invasion of privacy?
A)an airport check-in counter at Logan Airport in Boston
B)the St.Louis Art Museum
C)a Radio Shack retail store
D)all of the above
Q4) One advantage of conducting research in-house is cheaper costs.
A)True
B)False
Q5) Discuss the rights and obligations of the research participant.
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Chapter 5: Problem Definition: Jump-Starting the Research Process
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Q1) Compare and contrast continuous,categorical,dependent,and independent variables and give an example of each.
Q2) The variable that is measured to determine the outcome of the marketing research process is called the ____________________ variable.
Q3) The problem definition stage of marketing research is the easiest stage of the research process.
A)True
B)False
Q4) An interview technique that tries to draw deeper and more elaborate explanations from the discussion is called:
A)probing
B)peeling
C)immersion
D)ethnography
Q5) A continuous variable is one that can take on a range of values that correspond to some quantitative amount.
A)True
B)False
Q6) Discuss factors that make defining problems more difficult.
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Chapter 6: Qualitative Research Tools
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Q1) Betsy and six other women are participating in a research study that is an unstructured,free-flowing interview.The researcher asked the group their feelings about hair care products in general and asked them to discuss them freely.Betsy is participating is a:
A)case study
B)grounded research study
C)depth interview
D)focus group interview
Q2) An in-depth study of a major competitor in order to determine how to improve your organization's product line offerings is an example of a(n)____________________.
Q3) All of the following are advantages of semi-structured interviews EXCEPT:
A)ability to address more specific issues
B)responses are usually easier to interpret than other qualitative approaches
C)questions are administered without the presence of an interviewer
D)high degree of scrutiny
Q4) When an interviewer reads a list of words and asks the respondent to "say the first thing that comes to mind after I say each word," this is an example of a(n)____________________ technique.
Q5) Name and briefly describe the four qualitative research orientations.
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Chapter 7: Secondary Data Research in a Digital Age
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Q1) Discuss the additional challenges researchers face when using secondary data compiled outside the United States.
Q2) Secondary data can be bought and sold like other products.
A)True
B)False
Q3) Model building is the simplest form of secondary data analysis.
A)True
B)False
Q4) A moving average sales forecast works best in a dynamic competitive environment. A)True
B)False
Q5) A disadvantage to secondary data is that they were not designed specifically to meet the objectives of the current project.
A)True
B)False
Q6) Financial data from foreign countries is the same around the world due to standardization of accounting and recording practices for economic concepts. A)True
B)False
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Chapter 8: Survey Research: an Overview
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Q1) The purpose of survey research is to collect secondary data.
A)True
B)False
Q2) When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer,this is an example of:
A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias
Q3) A person who hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study is called a(n)____________________.
Q4) When an interviewer does not record the respondent's answers correctly,this is an example of ____________________ error.
Q5) A person who is not at home when an interviewer calls is called a(n)____________________.
Q6) People who are not contacted or who refuse to cooperate are called
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Chapter 9: Survey Research: Basic Methods of Communication With
Respondents
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Q1) An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)____________________.
Q2) Interviews with respondents that take place in shopping malls are called:
A)pretesting
B)mall intercept interviews
C)the drop-off method of surveys
D)mixed-mode surveys
Q3) "Can you tell me more about what you mean by that?" is an example of:
A)a mall intercept
B)a self-administered questionnaire
C)a probe
D)the drop-off method
Q4) Which of the following methods offers the lowest degree of geographic flexibility?
A)telephone interview
B)door-to-door personal interview
C)Internet survey
D)mail survey
Q5) Discuss the advantages and disadvantages of mail surveys.
Q6) Explain how technology has enhanced telephone interviewing.
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Chapter 10: Observation
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Q1) A situation in which an observer's presence,or the mechanical device doing the recording,is easily known to the subject involves:
A)obtrusive observation
B)visible observation
C)primary observation
D)first-order observation
Q2) A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of camera surveillance.
A)True
B)False
Q3) Scanner data can observe supermarket sales in response to a local newspaper ad promotion.
A)True
B)False
Q4) A consumer panel in which household members scan the bar codes of the products they have purchased with a special wand to record their purchase behavior is an example of a(n)____________________.
Q5) Explain the observation of physical objects and message content.
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Chapter 11: Experimental Research: An Overview
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Q1) Which of the following is a way for a researcher to equally distribute the effects of extraneous variables to all conditions in an experiment?
A)confounding
B)split sampling
C)repeated measures
D)randomization
Q2) In an experiment,the researcher manipulates the dependent variable and measures its effect on the independent variable.
A)True
B)False
Q3) Experiments in which an individual subject is exposed to more than one level of an experimental treatment are referred to as repeated measures designs.
A)True
B)False
Q4) An experiment can have only one experimental variable.
A)True
B)False
Q5) List the four important elements in experimental design.
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Chapter 12: Test Markets and Experimental Design
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Q1) A test market study involves the use of a controlled field experiment.
A)True
B)False
Q2) Test-marketing is very expensive.
A)True
B)False
Q3) When the gender of respondents (male,female)is thought to affect in important ways the dependent variable,an experimenter can attempt to block out the effect of gender on the results of the study.
A)True
B)False
Q4) All of the following are ways of projecting test-market results EXCEPT:
A)ratio of test product sales plus overall company sales to industry sales
B)straight trend projections
C)marketing penetration x repeat-purchase rate
D)consumer surveys
Q5) The most complex method of projecting test market results to national results is with a straight line trend projection.
A)True
B)False
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Chapter 13: Measurement
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Q1) When a two-point scale (e.g.agree/disagree)is expanded to include five categories (e.g.strongly disagree,disagree,undecided,agree,strongly agree),we say that the ____ of the scale has been increased.
A)sensitivity
B)reliability
C)predictive validity
D)criterion validity
Q2) Which of the following is a component of construct validity?
A)face validity
B)discriminant validity
C)convergent validity
D)all of the above
Q3) Carla is using education,income,and occupation to develop a measure of social class.What type of measure for social class is she developing?
A)index measure
B)valid measure
C)reliable measure
D)concurrent measure
Q4) A ____________________ scale has an absolute zero point.
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Chapter 14: Attitude Measurement
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Q1) "I hate asparagus" is an example of which component of an attitude toward asparagus?
A)affective
B)behavioral
C)cognitive
D)perceptive
Q2) Laurie believes a Honda Accord get 36 miles per gallon.This belief represents which component of an attitude?
A)affective
B)behavioral
C)cognitive
D)personal
Q3) Researchers who accept the notion of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.
A)True
B)False
Q4) Describe a constant-sum scale and discuss when a researcher might use this type of scale.
Q5) A variation of the graphic rating scale is the ____________________ scale.
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Chapter 15: Questionnaire Design
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Q1) The process of taking a questionnaire that has previously been translated from one language to another and having it translated back again by a second,independent translator is called ____________________.
Q2) A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.
A)True
B)False
Q3) One advantage of open-ended response questions is the possibility that interviewer bias will affect the results.
A)True
B)False
Q4) Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem?
A)relevant
B)accuracy
C)frequency
D)counterbalanced
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Chapter 16: Sampling Designs and Sampling Procedures
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Q1) One advantage of a convenience sample is that there is no need for a population list.
A)True
B)False
Q2) ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented on pertinent characteristics to the exact extent that the investigator desires.
Q3) The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
Q4) Name and describe the types of nonprobability sampling.
Q5) Which of the following probability sampling technique is low cost and frequently used?
A)simple random
B)snowball
C)cluster
D)quota
Q6) When a researcher conducts personal interviews with 100 percent of the salespeople within his organization,this type of study is a type of ____________________ study.
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Chapter 17: Determination of Sample Size: A Review of Statistical Theory
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Q1) Increases in sample size reduce sampling error at a decreasing rate. A)True
B)False
Q2) Population parameters are computed from sample data.
A)True
B)False
Q3) Which of the following is the symbol for the population standard deviation?
A)S
B)
C)
D)S²
Q4) The Statistical Abstract of the United States which is published each year by the federal government is an example of descriptive statistics.
A)True
B)False
Q5) An estimate of the population mean in the form of a single value is called a(n)____________________.
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Q6) The middle score in the rank order of scores is called the ____________________ score.
Chapter 18: Fieldwork
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Q1) When an interviewer is faced with a situation in which a respondent has not answered a question,and the interviewer leans forward in her chair to look at the respondent in such a way to communicate that the interviewer expects the respondent to answer the question,this is an example of:
A)repeating the question
B)asking a neutral question
C)a silent probe
D)verification
Q2) Discuss probing tactics interviewers can use when respondents give no answer,incomplete answers,or provide an answer that needs clarification.
Q3) An important aspect of the field interviewer's job is to establish rapport with respondents.
A)True
B)False
Q4) Which of the following is an example of a fieldworker?
A)a phone interviewer who makes calls from a central location
B)an observer who notes which aisles in a supermarket shoppers avoid
C)a person who goes door-to-door asking questions of homeowners
D)all of the above
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Chapter 19: Editing and Coding: Transforming Raw Data
Into Information
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Q1) Editing is the same thing as coding.
A)True
B)False
Q2) In test tabulation,what is the typical percentage of responses from completed questionnaires that a researcher will use to create coding categories?
A)10 percent
B)20 percent
C)30 percent
D)50 percent
Q3) The process of data analysis begins before the data have been collected.
A)True
B)False
Q4) Many researchers use a statistical process to provide an educated guess for missing responses in data based on the respondent's choices to other questions.Which method of dealing with missing data does this represent?
A)impute a missing value
B)plug in a neutral response
C)plug in alternative choices for missing data
D)randomly select an answer
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Chapter 20: Basic Data Analysis: Descriptive Statistics
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Q1) Counting the number of responses to different parts of a question in a survey and arranging these responses in a frequency distribution is called:
A)elaboration analysis
B)spurious analysis
C)marginal tabulation
D)index analysis
Q2) All statistics that are appropriate to use for higher-order scales (ratio scales are the highest)are also appropriate to use with lower-order scales (nominal scales are the lowest).
A)True
B)False
Q3) A contingency table is a data matrix that displays the frequency of some combination of possible responses to multiple variables.
A)True
B)False
Q4) The orderly arrangement of data into a table is known as ____________________.
Q5) What are descriptive statistics and why are they used in marketing research?
Q6) Explain the components of a box and whisker plot.
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Q7) A two-way contingency table is referred to as a(n)____________________ table.
Chapter 21: Univariate Statistical Analysis
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Q1) Nominal scales typically use parametric statistical tests.
A)True
B)False
Q2) When a researcher sets an acceptable significance level a priori (a),he or she is determining how much tolerance he or she has for which type of error?
A)Type I
B)Type II
C)Type A
D)Type B
Q3) A statement which expresses the opposite of the null hypothesis is called the ____________________ hypothesis.
Q4) The mathematical equation for statistical power is:
A)power = 1 -
B)power = - 1
C)power = -
D)power = -
Q5) The appropriate test to use when testing hypotheses involving an observed mean against some specified value is the univariate ____________________.
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Chapter 22: Bivariate Statistical Analysis: Differences
Between Two Variables
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Q1) An appropriate test for comparing the scores of two interval variables drawn from related populations is the ____________________.
Q2) In a study comparing the means of two groups in which there are 45 males in Group 1 and 37 females in Group 2,the degrees of freedom for this study when using the t-test for the difference between means is:
A)84
B)80
C)82
D)160
Q3) When two variables are studied simultaneously in a research study,this is called ____________________ statistical analysis.
Q4) The chi-square test requires that the expected frequency in each cell of the contingency table be at least 30.
A)True
B)False
Q5) The F-test partitions total variance into ____________________ variance and ____________________ variance.
Page 24
Q6) List the practical steps for interpreting t-test results.
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Chapter 23: Bivariate Statistical Analysis: Measures of Association
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Q1) The Pearson product-moment correlation coefficient ranges between ____________________ and ____________________.
Q2) If the t-test is used to test the significance of a correlation coefficient,the null hypothesis is:
A)r = +1.00
B)r = 0
C)r = -1.00
D)r = 100
Q3) The Pearson product-moment correlation coefficient ranges between:
A)zero and +1.0
B)-1.0 and zero
C)-1.0 and +1.0
D)-2.0 and +2.0
Q4) All of the following are simple regression estimation techniques EXCEPT:
A)chi-square estimation
B)maximum likelihood
C)visual estimation
D)ordinary least squares (OLS)
Page 25
Q5) Discuss the steps in interpreting a simple regression output.
Q6) Explain how regression differs from correlation.
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Chapter 24: Introducing Multivariate Statistical Analysis
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Q1) Which of the following is computed by most regression programs and provide an indication of how much multicollinearity exists among a set of independent variables?
A) ²
B)
C)collinear coefficient
D)variance inflation factor (VIF)
Q2) A mathematical way of simplifying factor results is ____________________.
Q3) In factor analysis,"communality" is a measure of the percentage of a variable's variation that can be explained by the factors.
A)True
B)False
Q4) Jeff is analyzing data and is concerned over how strongly interrelated the independent variables in his model are.Jeff is concerned about:
A)multicollinearity
B)MANOVA
C)degrees of freedom
D)convergence
Q5) Multivariate dependence techniques are variants of the
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Chapter 25: Communicating Research Results: Research
Report, oral Presentation, and Research Follow-Up
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Q1) The arrangement of the parts of a research report needed to create a good report is known as the ____________________.
Q2) Any material that is too technical or too detailed should go in the element of the research report called the ____________________.
Q3) In the typical bar chart,the ______ variable is plotted on the vertical y-axis while the ______ variable is plotted on the horizontal x-axis.
A)independent;dependent B)nominal;interval
C)dependent;independent D)ratio;ordinal
Q4) The part of a research report that releases or delivers the report to the recipient is called the ____________________.
Q5) The last step in the writing of the research report is to write the ____________________.
Q6) One way to communicate a research report to the managers of an organization is through the organization's Intranet.
A)True B)False
Page 28
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